Interesting Results
Web Site Attributes Influence Loyalty
A recent study examined how a Web site’s attributes (as opposed to attributes of the products sold through the site) influence customer loyalty. The attribute that had the greatest influence on customer loyalty was the site’s character (whether the design of the site was attractive and appealing to the respondent). This was followed by the care provided (absence of problems and/or quick resolution when problems occur), and choice (breadth and depth of product offerings). The study also found that customer loyalty led to a willingness to pay more for products purchased on a particular Web site and to an increase in positive word-of-mouth.